Our Work
NTC has successfully connected the world of qualitative and quantitative data to glean insights, plan media and drive marketing performance for multicultural audiences. We’ve taken future state technology and developed a working model that can quickly derive and understand “the why” behind “the who”. We’re an industry leader at creating meaning in a space where marketing lacks meaning, that space is multicultural. We bridge the gap between empathy (feeling) and intention (thought) to create a new state of being and personal reality in the mind of the consumer so that genuine and positive business outcomes happen.
The White House + Intel | Stay With it Campaign
OVERVIEW
We partnered with Intel and The White House to encourage engineering students to “Stay With it” and get their degrees. Partnering with Viacom to leverage both qualitative and quantitative research into the student mindset, we used key target observations to create “Stay With it” for our campaign messaging. We helped to develop the campaign strategy and overall go-to-market proposition. In addition, we helped lead the Obama White House corporate partnership conversations on be half of Intel and Viacom. To bring the conversation to life, we created and ecosystem of influences, media partners, talent and creatives (all led by engineers). Codeveloped campaign launch activation on Georgia Tech campus to specifically celebrate engineering students and their achievements. Included events, media & original content.
RESULTS
We over-delivered earned impressions estimates through PR, influencers and integrated social ecosystem. Intel’s “Stay With it” campaign delivered over 11.8M digital impressions! Media on this campaign also over delivered, generating more than $200,000 in additional media value! Intel’s overall campaign index was 105% with and average CTR of 0.23%, effectively having a double-digit increase in retention!
Nike + LeBron James
OVERVIEW
We partnered with Nike and LeBron James to launch the first ever LBJ shoe designed for women by women. Leveraging both qualitative and quantitative research into the African-American female mindset, we created “#Strongest” as our campaign messaging. Since this was the first time a Nike campaign was exclusively targeted to Black women, we developed the campaign strategy and the overall go-to-market proposition. We build an ecosystem of designers, media partners, talent and creatives (all led by Black women) to bring the shoe and the conversation to life.
RESULTS
Launched in partnership with Harlem’s Fashion Row during NYC Fashion Week. LeBron James joined our grassroots activations to celebrate ALL women of color and especially those in his world – his mother, wife and daughter. Nike’s “#Strongest” campaign delivered over 30M + PR impressions. Media on this campaign over delivered, generating more than $150,000 in additional media value! Nike’s overall social campaign engagement index was at nearly 5%, handily beating industry averages of 3-4%. Not to mention, the shoe sold out in under five minutes!
Clorox + Univision
OVERVIEW
We partnered with Clorox and Univision to launch “Entre Amigas”, an original and proprietary platform encouraging Hispanic women to purchase products by connecting with them on multiple levels, across an integrated 360 platform. Leveraging both qualitative and quantitative research into Hispanic female mindset led to our program positioning, “Entre Amigas” and our Ambassadors, Maggie Jimenez and Karla Martinez. We developed the campaign and content strategy, as well as the overall go-to-market proposition. This was the first ever branded entertainment platform created by a client and brought to Univision. In or to bring this conversation to life, we formed an ecosystem of Ambassadors, retail, original content, multimedia channels, all led by Hispanic women.
RESULTS
Launched over a decade ago, “Entre Amigas” is still consistently in the top 5 highest rated “Despierta America” segments each month. Clorox’s “Entre Amigas” campaign has led to an increase of 6.1% in Hispanic sales as a direct result of the program. Customer brand recall was at an average of 39% during the programming. The campaign generates over $1,000,000 (!!!) in incremental value on an annual basis. Walmart saw an average of 40% increase in Clorox sales!